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How To Use Bing Ads Universal Event Tracking and Audiences

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Boosting Reach & Performance With Bing Ads. PRESENTATION: How To Use Bing Ads Universal Event Tracking and Audiences - Given by Christi Olson, @christijolson - PointIt, Director of SEM. #SMX #22B

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How To Use Bing Ads Universal Event Tracking and Audiences

  1. 1. March 2015 Bing Ads: UET & Audiences Christi Olson Director of SEM; @ChristiJOlson
  2. 2. searchmarketingexpo.com @ChristiJOlson #SMX #22B about me… DIRECTOR OF SEARCH FAMILY WHAT I DO FOR FUN…
  3. 3. searchmarketingexpo.com @ChristiJOlson #SMX #22B UNIVERSAL EVENT TRACKING (UET) REMARKETING AUDIENCES what’s new with bing?
  4. 4. searchmarketingexpo.com @ChristiJOlson #SMX #22B • Like “Google Analytics” javascript tracking • Replaces campaign analytics in Bing universal event tracking (UET)
  5. 5. searchmarketingexpo.com @ChristiJOlson #SMX #22B • Single script for site analytics + event tracking • Like GA, but there is no Analytics interface (yet) • Creating the sitewide tag is not intuitive • Bing UI doesn’t generate sample custom event code universal event tracking (UET)
  6. 6. searchmarketingexpo.com @ChristiJOlson #SMX #22B customer id based goals/tags Share GOALs and EVENTs across websites & brands if they share the same Bing Customer ID Create & Share remarketing lists across sites/brands
  7. 7. searchmarketingexpo.com @ChristiJOlson #SMX #22B customer id based goals/tags
  8. 8. searchmarketingexpo.com @ChristiJOlson #SMX #22B think about the possibilities….
  9. 9. searchmarketingexpo.com @ChristiJOlson #SMX #22B cross brand/account remarketing
  10. 10. searchmarketingexpo.com @ChristiJOlson #SMX #22B implement UET and start collecting cookies 1000 cookies are needed to implement remarketing
  11. 11. searchmarketingexpo.com @ChristiJOlson #SMX #22B creating your sitewide tag Account 12456 Shared Library Goals & Conversions
  12. 12. searchmarketingexpo.com @ChristiJOlson #SMX #22B creating your sitewide tag Account 12456 Name Your Tag (not editable later) Select a “Goal Type” Recommendation: Duration >5 hrs These settings don’t matter! You’ll pause this goal after you generate the JS code SAVE
  13. 13. searchmarketingexpo.com @ChristiJOlson #SMX #22B where to put your tag? All pages of your website BONUS: Use Tag Management to deploy once! Google Tag manager syntax error with customized scripts. Watch for extra spaces in custom tags/script because it can cause a syntax error with Tag Management systems.
  14. 14. searchmarketingexpo.com @ChristiJOlson #SMX #22B customizing event tracking Resources for help: Bing UET Implementation Guide: http://bit.ly/17jXBaR LinkedIn UET conversation: http://linkd.in/1FVkFZJ Bing UET FAQs: http://bit.ly/1L57UwI
  15. 15. searchmarketingexpo.com @ChristiJOlson #SMX #22B REMARKETING UET AUDIENCES
  16. 16. searchmarketingexpo.com @ChristiJOlson #SMX #22B disclaimer: i’ll keep remarketing brief
  17. 17. searchmarketingexpo.com @ChristiJOlson #SMX #22B 92-98% USERS LEAVE WITHOUT CONVERTING
  18. 18. searchmarketingexpo.com @ChristiJOlson #SMX #22B ~70% AVG SHOPPING CART ABANDONMENT
  19. 19. searchmarketingexpo.com @ChristiJOlson #SMX #22B re-engagement costs less 23X .2X 10X Remarketing GoogleSponsoredMail GoogleDisplayNetwork X=Cost per Acquisition with Paid Search Black line = Paid Search as baseline for CPA
  20. 20. searchmarketingexpo.com @ChristiJOlson #SMX #22B INSERT DATA HERE AFTER 2/25/15 bing remarketing performance
  21. 21. searchmarketingexpo.com @ChristiJOlson #SMX #22B define engage website visits 1st – 3rd party data target exclude adjust bids customize ads expand kwd targeting remarketing 101
  22. 22. searchmarketingexpo.com @ChristiJOlson #SMX #22B REMARKETING UET AUDIENCES
  23. 23. searchmarketingexpo.com @ChristiJOlson #SMX #22B layers… layers… layers… audiences are like onions…
  24. 24. searchmarketingexpo.com @ChristiJOlson #SMX #22B define engage website visits 1st – 3rd party data target exclude adjust bids customize ads expand kwd targeting
  25. 25. searchmarketingexpo.com @ChristiJOlson #SMX #22B EVENTS • defined actions SITE INSIGHTS • pages visited • converters • bounce rate • time on site defining audiences define website visits 1st – 3rd party data
  26. 26. searchmarketingexpo.com @ChristiJOlson #SMX #22B engaging audiences engage target exclude adjust bids customize ads expand kwd targeting BID ONLY • increase visibility • exclude (bid -100%) TARGET & BID • rlsa • broaden keywords
  27. 27. searchmarketingexpo.com @ChristiJOlson #SMX #22B • converters (purchase/lead gen) • funnel / cart abandoners • segment products / services (based on page) • higher than average bounce rate • higher than average time on site • cookie window: 1-180 days audiences to define with goals • create goals for each stage of the funnel
  28. 28. searchmarketingexpo.com @ChristiJOlson #SMX #22B ‘s thank you!

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